Brandlands: The Industry Showroom


In addition to the classic marketing channels, more and more companies are also breaking new ground and creating spaces to make their entire world of services comprehensible to everyone. In this Trend Report, we would like to show a few examples of industrialists from a wide range of branches who have created worlds of experience through remarkable measures in their own spaces and turned employees, stakeholders and customers into fans.


Not only retail, but also the industry is facing growing challenges in order to position its own brand and its uniqueness on the market. Today, the focus is not only on customer acquisition and sales growth. An essential component for success now is winning and retaining high-performing employees. The increase of the employer value thus represents one of the substantial challenges for enterprises. The greater the enthusiasm of employees, the more evident their willingness to perform and present themselves brand ambassadors towards third parties. The same applies to all other stakeholders of a company. A strengthened image, a spirit of innovation carried to the outside world and a position as a role model open many doors. We now enter worlds of experience that give space to all these characteristics.

voestalpine Stahlwelt

The voestalpine Stahlwelt (Steel World) of the world-famous technology group in Linz is an experience in itself. The exhibition concept offers a unique interplay of adventure and knowledge transfer. Hung inside the voestalpine Stahlwelt, a huge steel rotunda is modelled on a steelworks crucible. The crucible is the central world of experience; 80 large, chrome-plated spheres with a diameter of up to 2.50 metres are the glittering fixed points. Individual spheres are integrated into the exhibition course, they are cut open and you can enter some. They offer fascinating insights into the world of steel production and processing as well as new perspectives on voestalpine. They help visitors to comprehend all high-tech product steel’s competencies and what they do worldwide.

Grüne Erde-Welt

Grüne Erde stands for sustainable and fair eco-products, from home textiles to fashion, natural cosmetics and slatted frames. The Grüne Erde-Welt (Green Earth World) is located in Pettenbach, embedded in the picturesque landscape of the Upper Austrian Almtal. Here you can become one with nature and marvel at how natural raw materials sprout from the earth right up to the finished product. In the world of experience, visitors can expect sensuous rooms, places to relax and a handcrafted production facility in a natural environment.

hollu Erlebniswelt

System hygiene can be surprisingly exciting. From modern shops to service centres and show workshops, the hollu world of experience in Graz sets higher standards standards. This applies, in particular, to the showroom and the practice training rooms of the hollu Academy. Here, cleaning & hygiene are at your fingertips. Concept and design come from umdasch: the harmonious overall impression is created by adapting the look and feel to the core values of the hollu brand. For the Tyrolean pioneering spirit and people, the focus is on a round, organic design language and warm materials. In terms of technology and hygiene, on the other hand, linear, ordered elements and cool, smooth materials are used. 

If an industrial group manages to get families to plan day trips to the showrooms, it has achieved a lot. The examples mentioned all wet the appetite for learning more about the products and their background. These are be enthusiastically recommended and visitors are enticed to become a fan of the brand. We at umdasch are experts in realising such worlds of experience. Contact us and turn your brand into a sensation and your space into an adventure playground!

Create your Brandland now!

Karin Lehner-Illetschko
Sales Director Austria

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